New research has revealed that sales of health and toiletry products in value-oriented retailers such Poundland and B&M are far outstripping those in chains that traditional specialise in these products such as Boots and Superdrug. .

According to data from Kantar Worldpanel, published in The Independent, sales of such products jumped 7% at discounters, compared with just 1% growth at high street chemists and a 1% fall at supermarkets.

Tim Nancholas, strategic insight director at Kantar Worldpanel, is quoted as saying: “Health and toiletries is the ideal category for bargain stores to exploit, whether those with fixed price points like Poundland or 99p Stores, or those with more flexibility such as Home Bargains. Most items fit comfortably within the price range they offer and don’t take up much valuable shelf space.”

He added: “Bargain stores have been clever about what they sell, opting for everyday products which are bought regularly by most consumers such as painkillers and toothpaste.”